What did you do before Apye Socks?
Before Apye Socks, I used to work in a French design agency. I worked with brands as a business developer putting together the brands vision and interpreting it to a design director and their studio.
How did you come up with the name?
I came up with the name Apye (a-pi-yay) because in French walking on foot is à pied and in Spanish a pie. Since I want to share these socks with the US and Latin American market, I found a way that would resonate with both plus the brand also promotes living in positivity and keeping an eye on being happy so Apye can also be pronouced as (a-pea) similar in sound to Happy. It just worked all the way around.
How did the idea for your business come about?
I have always loved socks since I can remember. One day a colleague was wearing these amazing orange socks and I pulled out my socks. I realized at that very moment, this is what I am passionate about. I even have a picture of the moment. So glad I took it!
Explain the dynamic of how staying positive, being happy and socks all go together:
I’m a big believer in the smallest things can really change your mindset when you wake up. For example, getting up and having a cup of coffee or looking out the window on a sunny day, but I also thought things that you put on can have that effect as well. The right pair of socks can be that game-changer. Life is full of daily chaos and you may need a small reminder to stay positive and keep a cheerful outlook. Hence, why we always mention in our social media posts “keep an eye on apyeness” or “Be Bright. Be Bold. Be Apye”. This is what the eye on our logo serves which are also on our socks to serve as your own personal reminder.
Before you launched, you dedicated 10 months to consumer research. How essential was this to your success?
I searched all over the world for a manufacturer. Of course, I found them in China, Taiwan, Turkey, and so many other locations, but all of them were focused on quantity and not quality. During, the research into textiles I found that many products were made without any quality controls and that people didn’t realize that the products they were wearing could cause an allergic reaction such as a rash.
Without this time, I wouldn’t have really thought out what Apye Socks should stand for and what would make it different something essential for all businesses. It doesn’t matter what competition you have when you know you are bringing a good product into the market that is different from others.
There are so many sock brands out there, how did you how do you distinguish yourself from the rest of the industry?
Have you ever put on a piece of clothing or sat in a chair after you get up you feel itchy? Well the majority of times, this can be a result of shoddy processing and materials. I never knew this until I did the research and this is exactly what I didn’t want out in the public. I wanted to bring out a message and colorful socks, but that were different in how they were made.
Why did you select France for manufacturing?
Working with creative people from France, I had a colleague that mentioned they knew a manufacturer in a small town in France that has been passed down for 3 generations and how well know in the town they were. I spoke to them and immediately felt I had found the right place when they told me about their processes which conform to strict Oeko-tex standards. There knowledge of making socks was incredible. They were as passionate as I am about socks. It was the perfect match.
How have you dealt with failure along your journey?
My mom owns a business and I’ve had the privilege to experience a woman running something on her own from a very young age. What I saw was her tenacity. During good times and bad times, she dealt with all the pressures with grace and a positive attitude. I learned to emulate her with my business. I expected failure because I know that it is part of the processes. Two steps forwards, then one step backwards, but always with a objective to go confidently in the direction you have in vision. So basically, expect the unexpected in business it’s a journey.
What are the most crucial things you have done to grow your business?
A few of the most crurial things is remove fear from my mind, become a networker and stay humble by paying it forward. I removed fear because as your business goes from a concept to reality, a feeling of fear creeps up as you head into a new venture into the unknown territory. It’s the normal human “fight or flight” type of reaction. Even if you know you have the skills, you find yourself second guessing yourself and asking yourself the wrong questions like “Can I really do this?”, “What if I fail?”, so I’ve made a conscious effort to take any negative thoughts based on fear out of my mind.
The next is network with like-minded individuals, you’ll be surprised at how many people told me that I was crazy for starting a business or that believe you are going to just fold and close. These are not the people I keep around, so I network and find people that believe in imagining, creating and that lift others up. It actively look for these great people because they serve as a security blanket from the naysayers.
A really important thing that I do in business is help others, especially women that are also working their way towards a goal. I can thank so many individuals whom have helped me, so the best way for me to show my appreciation is by helping others. Everything that goes around comes around, as many people say, and I’m a true believer, so even if I don’t give it back to the person specifically, I’ll make sure to give that gratitude and helping hand to someone else.
What are 5 key skills needed to be a successful entrepreneur?
- The ability to constantly self-motivate. It’s essential to be your own cheerleader. There are days that no one is around to give you a high-five for working until mid-night so you need to do this for yourself.
- The ability to manage time and money. A business takes a lot of both, if you don’t manage well in the beginning you will run short and not be able to sustain the business for long. It’s a marathon, not a sprint.
- The ability to identify what your strengths and weaknesses are. You have to know what you are good at and what you are not. Basically, be honest with yourself and find help in the areas you need it. No one is perfect and no one knows everything so accepting this then finding solutions is the best way to be successful.
- The ability to manage staff. I work with freelancers and we all work remotely, two or three at a time for design, marketing, and writing. It’s necessary to to give the right message to all and create a cohesive environment. If not, you’ll create chaos. Everyone needs to know what their role is and the goal of each project.
- The ability to make other entrepreneur friends. You are who you associate yourself with and you need others that can empathize with you along this road. They help keep you focused and are many times there with a helping hand or a word of advice. No one can do this better than someone walking in similar shoes.
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